B2 Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

THORNE is the best-performing b2 brand in July 2026, moving 20,000 units across 1 ASIN for 20.6% of Top 10 volume. Pure Encapsulations follows with 10,000 units (10.3%), ahead of Geritol on 10,000 units (10.3%).

Volume is spread across 10 brands, with the top three holding 41.2% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $11.93 to $27.00, which frames the price band a competing listing has to justify.

Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, one ASIN forced its way in: B07414752B booked 5K units at $16.49, with ▲ 25.0% MoM change. On the growth side, B0DS233X1F leads positive momentum with ▲ 50.0% MoM growth on 3K units, with B0F5M2GGC3 close behind at ▲ 50.0% MoM on 600 units.

The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.